BUSINESS 101

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A new book, Harper’s Bazaar: Greatest Hits, celebrating Glenda Bailey’s 10 year anniversary at the magazine is on sale

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Glenda Bailey is editor in chief of monthly fashion magazine Harper’s Bazaar. Published since 1867, the title has included the work of Man Ray and Richard Avedon and is printed in 26 editions around the world. Bailey joined the magazine in May 2001, after fi ve years as editor in chief of the US edition of Marie Claire and previously editor of the UK edition, which she launched in 1988. She lives in Manhattan.

UST BECAUSE SOMETHING has been done one way before one, it doesn’t mean you can’t do it differently. For example, when I started at Bazaar I thought, why do subscribers need to have the same cover as readers who buy from the newstand? The newstand reader is not familiar with the contents of the magazine. She relies on the coverlines to tell her what’s inside, whereas a loyal subscriber knows exactly what to expect from Harper’s Bazaar so we can produce a more artful image without type. Many of our competitors have copied the idea.

REAM BIG. Go for the greatest. When you reach for the stars, you just might get them. Keep persevering, after all, no is the fi rst point of negotiation. Having successfully launched a major newstand consumer women’s title in one of the industry’s toughest markets, I speak from experience when I say that sometimes you just have to trust your instincts and push forward with something you believe in, even if those around you are doubtful.

E A CREATIVE BILINGUAL. What people say and what they mean are different – as are what they say and what they hear. What is their motivation to work with you? Read between the lines and think about how you can bridge the gap between people’s expectations and your vision for the project.

ON’T GET CARRIED AWAY with your own creativity at the expense of losing focus on what the brand is about. Sometimes the challenge of being creative is to fi lter out the best ideas rather than to try to implement every thought you have. Ask yourself: does this fi t or complement what already exists and what value will it add?

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